In this study we examined the impact of employer branding orientation (EBO) on recruitment performance. The study is based on a sample of 153 knowledge-intensive firms operating on the Russian labor market. Partial least squares structural equation modeling was used to test the research model. Our results revealed that EBO positively related to employer branding strategy and employer value proposition (EVP) which, in turn, impact the recruitment performance. We also identified the moderating effect of COVID-19 influence on employer branding programs. This study contributes to the debate on the role of EBO in HRM practices of companies and provides practitioners with evidence on importance of EVP formulation.
Original languageEnglish
Pages (from-to)2107-2135
JournalInternational Journal of Human Resource Management
Volume34
Issue number10
Early online dateApr 2022
DOIs
StatePublished - 2023

    Research areas

  • Employer branding, employer branding orientation, recruitment performance, knowledge-intensive firms, covid-19

ID: 94321181